1. Set up google alerts so you can track what’s being said about you online. Or your clients. Put your name in quotes. Your product names. Your CEO’s name. Your brands. Go to www.google.com/alerts (be sure to put phrases in quotes to get the exact search).
2. Subscribe to blogs you find useful (from the Google alerts or people who you follow on twitter who have blogs or use http://www.postrank.com or www.alltop.com to find the best ones. Use an RSS reader so you can keep track of them more easily. I like Bloglines. You can usually add a blog by just putting in the URL to the blog.
3. Join Twitter and find people who are saying things that you want to hear and follow them. Search.Twitter.com helps you find people (search by keyword or use the advanced search to narrow down by location and other filters). You can find leads once you get a following (for you or your client). For example, I tweet that I’m looking for people who are giving back this holiday and I got back an answer immediately. I featured this person and her web site in many different ways. She got free publicity, I got a great example to illustrate a point.
4. Remember that you’re going to have to do research for each client because every client’s industry is different. Remember the internet is an open book so you can see what other’s are doing. Look at their Twitter, their Facebook, their blog, and see how they are leveraging each. Look for blog posts with case studies or success stories (here’s my favorite pr success story).
5. Play around with some of the free online monitoring tools.
6. Set up profiles on social sites for each of your clients or pay http://knowem.com to do it for you. Your clients should reserve their name everywhere before someone takes it. Kohl‘s has done this on Twitter. No posts, just reserved their spot.
7. Once your client has at least 100 fans on their Facebook fan page they should make their username Facebook.com/theirname by going to www.Facebook.com/usernames and following the instructions. Give people a discount for becoming a fan or whatever you have to do to get to this limit and reserve the name.
8. Read my book to learn how to do online press releases. Here’s a sample of I Need a Killer Press Release, Now What??? and you can find it on Amazon
9. Read these books on writing for the web (it’s not the same as regular PR writing). Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy
   and Net Words: Creating High-Impact Online Copy
10. Know your goals. Do you want to rank higher for a keyword? More sales? Brand recognition? More Twitter followers? More blog subscribers or newsletter subscribers? Media attention? Links? Mentions? Blog posts about you? How do you know if you’ve achieved what you want if you’re not clear about what it is you want? I’m surprised how often I guess what a client wants and I’m wrong. Ask.

What are your tips? please share.